Executive Summary

3. Executive Summary Pawsh Academy (Pawsh) is the only canine wellness center that provides carefully selected and highly trained dogs to owners whose upscale lifestyles demand simplicity. From their semi-rural estate, Pawsh serves as a consultant to would-be owners across the nation to eliminate the guesswork in selecting a dog that matches their lifestyle and needs. Pawsh distinguishes itself by its singularly professional approach to canine welfare, and through very customized training. Using the tested training methods that produce professional working dogs, Pawsh assumes the trials and tribulations usually associated with new dog ownership, and ensures that dogs and owners can start life together on the right foot.

4. The Way they were Business Model - 501C-3 • Rescue dogs = “raw material” • Pawsh dogs = “finished goods” • Very few inputs and low variable costs • Top Quality. Period. • Successful trainers’ “swan songs” Competition, Competitive Position and Marketing Plan • Service dogs, hunt dogs, show dogs, and … ? • HIGHLY fragmented service market • Hearts in the right place • Breaking away from industry standard training model

5. Marketing Plan First target segment is the “Cole Hahn” crowd “Achieving” professionals • 35-50 yrs old - care about their health and looking healthy • secure financially (household incomes $175,000 – 350,000) “Aspiring” professionals • 25-37yrs old • what success “looks like” • very varied in recreational pursuits • dog ownership as part of a normal family life • women usually identify themselves as dog’s primary caregiver and are responsible for 82% of discretional pet spending

6. Marketing & Implementation • Online presence – establish credibility in canine welfare • newsletter, “Ask Alfred & Boris” blog • an organized library (portal) of canine information • Knowledge Management for training and therapy • build contacts database • Provide training to shelters in owner-to-dog matching • OISD Speed Counseling • Facility purchased Ad in New Yorker to announce “unveiling” in Central Park • Slow ramp-up of Pawsh dog “production” !2/mos for 6 mos, then average 4/mos 3 mos, 5/mos by second Holiday season; 10/mos in 2nd year • Use this ramp up time (“down” time for the “product) to develop relationships and processes for therapy work • Facilitate the establishment of “Pawsh Parents” clubs in major cities (6 parents/city min) self-funded $700,000 fund $700,000 grants

7. Community Marketing • Volunteer training at local shelters • Sponsorship/Donation program for Pawsh service dogs • D.A.W.G. program for kids (Dependable Animal Wellness Giver) • Animal therapy with programs for the Autistic • Strong support of purebred rescue groups

8. Milestones • Website online, first blog entry • First blog response • Hire first full-time trainer • First ad placed • First consulting hour sold • First training hour sold • First Pawsh dog sold • First Pawsh Parents club (six parents in one city) • 100, 500, 1000 “full data” website registrants • First customers-paying event • 4 Pawsh dogs (pet) in one month

9. Staff Resource Requirements/Management Team • Director, Foreman, Trainers (1 -> 4), Admin (.5->1.5), Communications (.5->1) Financial Requirements, Financials (with Revenue and P&L) and Pricing • Grants vs funding? Advisory board • Dr. Prema Arasu, NC Vet School • Jackie Dering, Dog Boutique Owner • Kaarsten Turner-Dalby, Forestland Fund Manager • William Eager, 20+ yrs commercial realtor for Coldwell Banker